Synergy launches solar with a new campaign ‘Even in winter your panels can earn a return’

Synergy has launched its solar offer with a new campaign by Meerkats.

The out-of-home and digital campaign launches this Sunday, June 26 and features creative dependent on the daily weather forecast and time of day.  ‘Sunny, ‘Rain’ and ‘Cloudy’ appear in line with each day’s forecast during the campaign period.

The CBD AdShel campaign includes night versions of each. Shopalites at Joondalup and Garden City feature dynamic executions that bring the weather inside as does the Media Tonic screen in Raine Square.

The radio, out-of-home and digital campaign has been punctuated by activations in shopping centres and key city locations including the first event in King’s Park on Mothers Day.

“We’ve worked closely with oOh!, AdShel and the digital publishers to take a great idea and really bring the campaign to life in channel,” said Erin Corner, Business Director at Meerkats. “We love this campaign based on educating people around the ideal conditions for solar panels to deliver a ‘Solar Return’ as well as communicate the fact that Synergy now does solar.”

Media Tonic Director Mark Treasure said “This Synergy campaign is a great example of Meerkats & Initiative capitalising on the dynamic capabilities that oOh!’s digital formats deliver, with engaging full motion creative across multiple out-of-home formats.”

Jon Ricciardone, Digital Manager at Initiative, said there had also been a high degree of collaboration on the digital media strategy.

“Meerkats and Initiative worked closely to deliver a dynamic campaign including utilising our digital media partners, Yahoo and The Guardian (via Digital Loop) to implement a responsive campaign within key environments for Synergy,” said Ricciardone.

Danielle Dennis, Brand Engagement Manager at Synergy, said the idea Meerkats, Initiative and Media Tonic have bought to life is simple, yet effective.

“We’ve already seen positive results from the radio campaign, which promotes the ‘why Synergy’ over other solar providers, and hope the outdoor campaign will continue to raise awareness that solar owners can benefit throughout the entire year, not just the summer months. We want as many of our customers to realise the savings that solar can deliver, as possible.”

Credits

Creative agency: Meerkats

Business Director: Erin Corner

Brand Manager: Zoe Kitson

Art Director: Paul Coghlan

Media agency: Initiative

Account Manager: Erin Pitchers

Digital Manager: Jon Ricciardone

Client: Synergy

Brand Engagement Manager: Danielle Dennis